心理学在行动:社交媒体沟通,企业社会责任和银行业的消费者行为管理
Yang Liu1, Rana Tahir Naveed2, Sara Kanwal3,4
1School of literature and journalism, Xihua University, Sichua, Chengdu, China.
PloS one
|August 17, 2023
概括
银行可以通过在社交媒体上分享企业社会责任 (CSR) 倡议来促进消费者品牌宣传. 消费者的幸福和佩调解了这种效应,而利他主义的价值观调节了它,增强了品牌忠诚度.
科学领域:
- 商业和管理的管理.
- 营销 营销 营销 营销 营销 营销
- 消费者行为 消费者行为
背景情况:
- 社交媒体是企业的重要工具,影响消费者的心理和行为.
- 之前的研究证实了社交媒体在传播企业社会责任 (CSR) 传播方面的有效性.
- 关于银行企业社会责任信息对消费者品牌倡导行为 (CBAB) 的影响的研究有限.
研究的目的:
- 调查银行在社交媒体上的CSR沟通与新兴经济体中的CBAB之间的关系.
- 检查消费者幸福 (HP) 和佩 (BRAD) 在CSR-CBAB链接中的调解作用.
- 探索利他主义价值观 (ATVL) 对CBAB的调节效应.
主要方法:
- 采用了针对银行消费者收集数据的调整问卷.
- 采用结构分析来研究拟议的关系.
- 研究的调解 (HP,BRAD) 和调节 (ATVL) 变量.
主要成果:
- 在银行与CSR相关的社交媒体沟通和CBAB之间发现了显著的正相关性.
- 消费者幸福感 (HP) 和佩 (BRAD) 被证实是重要的调解者.
- 无私价值 (ATVL) 表明对CBAB.有显著的缓解作用.
结论:
- 社交媒体对于银行有效地向消费者传达企业社会责任倡议至关重要.
- 消费者的积极情绪 (快乐,佩) 和价值观 (利他主义) 显著影响品牌宣传.
- 调查结果为旨在通过战略社交媒体参与来增强CBAB的银行提供了宝贵的见解.
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